harry cunningham is senior vice president of store planning, design and visual merchandising for saks avenue. beth goldstein is the founder of marketing edge group and teaches at the boston university school of management. she's also author of the book "lucky by design," navigating your path to success. >> and angela kim is also an author. you have a retail store as well. >> i do, yes. >> we have a boutique spot in the west village. because our business is so local, what we want to do is surprise and delight our passers-by. we try to do that with emotions. for mother's day we asked all of our clients to send in a photo of their mother and one word as to what makes her so beautiful. we want people to walk by and be grabbed by that emotion. >> that's a good idea. we were talking about expense earlier. that's not very expensive. >> it say the lo of time, though. you have to roll up your sleeves. >> harry, for somebody who -- you're an expert at this. you know what to do. for somebody who is not an expert, how can they macon aeye popping window. >> in the piece she talked about the basics